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On September 27th, an audience of media, advertising, and content executives will gather in Miami for Horowitz’s 18th Annual Cultural Insights Forum, the media industry’s premier Hispanic and multicultural conference. The conference will be held at the brand new, state-of-the-art Telemundo Center in Miami as part of an ongoing, exclusive partnership with NBCUniversal Telemundo Enterprises, the conference’s Platinum Venue Sponsor.

This year’s theme is Cracking the Code to Unlock Multicultural ROI. The day’s discussions will focus on all aspects of the Hispanic and multicultural media environment, including distribution, marketing, content development, and advertising.

Here are 7 great reasons to attend:

The Cultural Insights Forum is in Miami this year! Attendees can savor the last days of summer before the cold and grey of winter sets in, and as an added bonus they have the opportunity to check out the brand new Telemundo Center.

Exclusive, first-look access at the newest Horowitz research on Hispanic and multicultural audiences. Adriana Waterston, SVP, Insights & Strategy, will present Get Up to Code: New Tech, New Content, and the Never-ending Question for New Audiences, the latest on media trends, attitudes toward advertising, and best practices to reach and engage America’s diverse audiences.

Get the low-down on the pay TV and broadband industry in LatAm. Join Balan Nair, President & CEO of Liberty Latin America, during an exclusive fireside chat hosted by José Díaz-Balart, Anchor of “Noticias Telemundo” & “NBC Nightly News Saturday,” about the state of the multichannel industry in Latin America.

No fake news here. José Díaz-Balart will take the stage again, alongside Sara Fischer of Axios, to talk about the challenges of reporting news in today’s socially and racially charged climate, the continued importance of multicultural media, and looking forwarding to the upcoming mid-term elections.

Two lucky attendees will win an international trip for two! One attendee will win a trip for 2 to Paris, courtesy of TV5MONDE and one attendee will win a trip for 2 to Barbados, courtesy of One Caribbean Television.

Cracking the Code to Unlock Multicultural ROI is the theme of the 18th Annual Cultural Insights Forum. The conference will be held on September 27, 2018 at the brand new, state-of-the-art Telemundo Center in Miami as part of an ongoing, exclusive partnership with NBCUniversal Telemundo Enterprises, the conference’s Platinum Venue Sponsor. The conference will focus on engaging and retaining Hispanic and multicultural subscribers and audiences in a media environment marked by new competition, new technologies, and a polarized sociopolitical climate.

A stellar roster of speakers have already been confirmed, including Balan Nair, President and CEO of Liberty Latin America, who will discuss key trends and insights about the pay TV and internet landscape in Latin America during an exclusive fireside chat hosted by José Díaz-Balart, anchor for Noticias Telemundo and NBC News’ NBC Nightly News on Saturdays. Díaz-Balart will also participate in an afternoon session about the changing landscape and business of reporting news, and the continued importance of ethnic media. Other industry executives confirmed include:

Attendees will also gain access to exclusive research that will be presented, including:

Getting Up to Code: New Tech, New Content, and the Never-ending Quest for New Audiences, an exclusive first look at Horowitz’s newest research and insights on the media habits, desires, and attitudes of today’s multicultural audiences. This year’s presentation will feature brand new, just-out-of-the-field data on how to create content and advertising that reaches and resonates with America’s diverse audiences.

La Ola de la FIFA: How Fandom for the World’s Largest Sporting Event is Booming in America, and Why It’s Better en Español, the result of a comprehensive research partnership between Horowitz and NBCUniversal Telemundo Enterprises, the exclusive U.S. Spanish-language home of the FIFA World Cup™ through 2026, presented by NBCUniversal Telemundo Enterprises’ Lia Silkworth, SVP, Insights and Consumer Development, Lauren Zweifler, SVP, Insights and Measurement, and Eli Velazquez, EVP, Programming, Production & Content for Telemundo Deportes.

Thanks to our generous sponsors, all attendees will have a chance to win a Trip for 2 to Paris, courtesy of TV5MONDE, or a Trip for 2 to Barbados, courtesy of One Caribbean Television! Must be present to win.

http://www.horowitzresearch.com/wp-content/uploads/2018/08/forum_website_feat-img-01.png8352500Horowitzhttp://www.horowitzresearch.com/wp-content/uploads/2016/04/horowitz-logo-color.pngHorowitz2018-08-21 10:18:502018-08-27 13:00:18Balan Nair, President and CEO of Liberty Latin America, and José Díaz-Balart, Anchor of Noticias Telemundo, among headliners for 18th Annual Cultural Insights Forum on September 27 in Miami

Spanish-language TV remains a critical part of U.S. Hispanics’ TV diet, according to the latest FOCUS Latino: The Media Landscape 2018 report from leading consumer research firm Horowitz Research. According to the report, which explores U.S. Hispanics’ TV and media behaviors, attitudes, and expectations, six in ten (62%) Hispanic streamers—those who watch at least some of their TV content streamed—perceive that they are watching more TV content compared to about five years ago, and 51% of Hispanic streamers perceive that they are watching the same amount or more Spanish-language TV content compared to five years ago. The perceived increase in TV content viewing is likely due to the perceived increase in quality of TV content: 63% of Hispanic streamers say that the quality of TV content has improved over the past five years, with Spanish dominant and bilingual Hispanics being especially likely to say that TV content has improved (67% and 68%, respectively, compared to 55% of English oriented Hispanics).

“A common misconception is that Spanish language TV is no longer important,” says Adriana Waterston, Horowitz’s SVP of Insights and Strategy. “In any language, ratings for television viewership through traditional and linear platforms have been impacted by streaming. This is not related to the language of the content, but the fragmentation of the media environment. As more and better Spanish-language TV content has become available online, we have seen more Spanish-language content consumed through over-the-top platforms, and are even seeing increased viewership of Spanish content among other segments of the Hispanic audience.”

According to the report, the overall share of Spanish-language viewing among Hispanics has remained flat over the past few years: in 2013, Hispanic TV content viewers reported watching 29% of their TV content in Spanish; in 2018, they report watching 28% in Spanish.

Today’s Hispanic viewer watches Spanish because they want to, not because they have to, underscored by the fact that self-reported time spent with Spanish-language TV actually increased from 26% in 2013 to 34% in 2018 among bilingual Latinos and from 5% in 2013 to 9% in 2018 among English oriented Latinos. Self-reported viewing among Spanish-dominant Latinos decreased from 56% of time spent to 46%.

“The fact that bilinguals are spending more time with Spanish content is not surprising to us,” notes Waterston. “The bar in terms of the quality and originality of Spanish language content has risen, in large part thanks to Telemundo—with their investment in edgy, innovative content— and Netflix— with their deep library of quality Spanish-language content and originals. Plus, shows like Narcos and Jane the Virgin, which reflect the reality of their bilingual, bicultural lives, are really appealing to this audience.”

The full FOCUS Latino: The Media Landscape 2018 report provides analysis of U.S. Hispanic TV viewers 18+ by key demographic and viewer segments, including acculturation, nativity, country of origin, age, and more.

For more information about the study, schedule an interview with an analyst, or to request specific data, please contact stephaniew@horowitzresearch.com, 914-834-5999.

Today, more than two-thirds (68%) of TV content viewers stream at least some of their TV content, according to leading consumer research firm Horowitz Research. Horowitz’s recently-released study, State of Viewing & Streaming 2018, examines how over-the-top services like Netflix have changed how streamers access, discover, and feel about the content they watch. According to the report, the most valuable and largest segment of streamers are the Content Omnivores, named because they have the most varied genre interests and watch content across all platforms they can, including both traditional TV and streaming services like Netflix, Hulu, and Amazon. Representing 88% of streamers—and 61% of TV content viewers overall—Content Omnivores are hungry for content and the report indicates that today’s TV environment is delivering, driving increased viewing: six in ten (60%) of streamers in this study say that the quality of TV content is better than it was about five years ago and over half (55%) say they are watching more TV content now compared to about five years ago.

This content-rich environment, however, comes with its challenges: with over 500 scripted series expected for the 2018-19 season across broadcast, basic cable, premium networks, Netflix, Hulu, Amazon, and more, half of streamers (50%) report feeling that the amount of TV available today is overwhelming. What’s more, according to the report, nearly half (45%) say that they find it more difficult to talk about TV with other people because everyone is watching shows at their own pace now.

“The challenge today is that there is more and better content being produced, but platform fragmentation and on-demand viewing have made it increasingly challenging for networks and content creators to reach their audiences,” says Adriana Waterston, Horowitz’s SVP of Insight and Strategy. “The ‘long tail’ dynamics of the digital environment is a real conundrum for media companies. Digital expands opportunities to monetize content for a much longer window and to more targeted audiences, but with content costs increasing and ad revenue decreasing, success still needs to happen in the ‘short tail.’”

Artificial intelligence-driven personalized recommendation algorithms are helping to connect content with audiences in today’s digital environment: More than one-third (36%) of streamers frequently use personalized recommendations from streaming services to help them discover new shows. “But,” cautions Waterston, “AI-driven recommendations tend to drive long-tail viewing, not necessarily short tail, immediate success.”

TV ads, word-of-mouth, and social media also remain critical, with 35%, 34%, and 26% of streamers, respectively, saying they frequently discover new shows to watch in those ways. There are key differences by age: For 18-34 year-old streamers, social media is as influential as TV ads (33% vs. 32%, respectively), while older streamers still rely primarily on TV ads and traditional channel surfing to find new shows.

The full report provides analysis of streamers 18+, as well as key demographic and viewer segments, including age, multichannel subscribers and non-subscribers, family households, and more. Additional analyses by Hispanic, Black, and Asian audiences will be published under separate cover.

For more information about the study, schedule an interview with an analyst, or to request specific data, please contact stephaniew@horowitzresearch.com, 914-834-5999.

Three-quarters (76%) of TV content viewers report subscribing to a traditional pay TV—cable, satellite, or telco—service, down from 86% in 2014, reveals the latest data from Horowitz Research’s State of Pay TV, OTT and SVOD. According to the study, just 71% of 18-34 year-olds subscribe to a traditional pay TV service, compared to 75% of 35-49 year-olds and 81% of TV viewers 50+. Although TV viewers are watching more TV content than ever before—the study reveals that TV content viewers report watching an average of 6.5 hours of TV a day—the fact that there are many lower cost services competing for consumers’ video budgets is impacting the perceived cost-benefit ratio of traditional pay TV.

According to the study, 74% of cable TV subscribers, 78% of satellite TV subscribers, and 80% of fiber TV subscribers say that they are satisfied with their TV service overall. However, when asked how “worth it” the TV services they subscribe to are, cable, satellite, and fiber TV subscribers are less likely to say that their TV service is worth it compared to most over-the-top services. Seventy percent (70%) of satellite and fiber subscribers and 62% of cable subscribers say that their service is worth it; between 8-13% say their pay TV is not worth it. On the other hand, 91% of Netflix subscribers say that Netflix is worth the money, and 83% say that Hulu is worth it. Digital pay TV providers Sling TV and Hulu with Live TV also fare better than traditional pay TV, with 79% of Sling TV subscribers and 77% of Hulu with Live TV subscribers saying their service is worth it.

In addition to exploring the value of TV and video services, the study also asked how interested TV viewers would be in either switching to a service like this from their cable/satellite/fiber service (if they currently had pay TV service) or subscribing to one (if they did not currently have pay TV service). Nearly half (48%) of pay TV subscribers express interest in a dMVPD; this rises to 58% among 18-34 year-olds. While these data are based on a broad, general description of dMVPDs and may not translate into actual cord-cutting, they do indicate a willingness among consumers to explore these services, and cost plays a major role. Nearly all (93%) of those interested in dMVPDs cite the lower cost as a key factor why they are interested in a dMVPD. Beyond cost, the viewing and technology experience that consumers have come to expect from over-the-top services is highly valued and, in many cases, more user-friendly than many traditional MVPDs’ set-top box guides.

“The majority of subscribers to over-the-top services like Netflix, Hulu, and Amazon Prime are also multichannel subscribers; a smaller percent of them are cord-cutters and cord-nevers. Those services are essentially VOD ‘on steroids,’ and they have tended to supplement, rather than cannibalize, the services offered by traditional providers,” says Adriana Waterston, SVP of Insights & Strategy for Horowitz. “The new dMVPDs do compete directly with traditional providers by offering linear television, including sports and local channels in many markets, DVR service, and other elements of traditional multichannel, but for a lower price and with the app-driven, consumer-friendly OTT experience that has transformed consumers’ expectations about how and where they can access their content. It is incumbent on traditional players to continue to assert their value proposition at the same time as they pivot their businesses to serve consumers’ evolving expectations.”

The full report provides analysis by total TV content viewers 18+, as well as key demographic and viewer segments, including age, multichannel subscribers and non-subscribers, family households, and more. Additional analyses by Hispanic, Black, and Asian audiences will be published under separate cover.